Auto req ID : 199024BR
Future Brands 2.0’ is reframing itself as a third Europe Category Group, & will become the test & nurture hub for the Core Categories for all new brands.
The ambition is to deliver new brands over the next 5 years across West Europe.
This role will act as the key central Marketing lead for our Test & Learn’ brand portfolio, brands that are new propositions to Europe where we need to determine the long-term potential for these brands in a fast, agile, and entrepreneurial way.
This role will be responsible for building a repeatable Test & Learn methodology, building marketing plans for early-stage brands (leaning primarily on digital and shopper marketing), and will play a pivotal role in sourcing the 2-3 year pipeline of the next generation of Future Brands.
The successful candidate will ideally have experience working within a startup, running an incubator / accelerator programme within a big corporate, and / or innovation experience.
They will be responsible for activating primarily in eComm in 1-2 lead markets (and eventually across all channels in up to 6-8 rollout markets) across Europe.
Test & Learn Strategy
Define a consistent, repeatable Test & Learn process & framework for new brands in the portfolio determine milestone KPI’s and how / when to measure
Experiment with new / creative ways to gather learning on new brand propositions, distill to actions, & then refine all aspects of proposition including positioning, messaging, target audience, price / pack, etc.
to deliver a validated commercial & marketing playbook
Own the Future Brands relationship with key T&L eComm customer partners eg, Ocado agreeing shared business objectives, accessing & leveraging customer data to drive brand performance
Together with Mktg Director, continually source, evaluate, & filter a 2-3 yr pipeline of Future Brands that are aligned to strategic white spaces partner actively wit PepsiCo Ventures team, The Hive, and other potential sources
Core Marketing Strategy
Act with a founder mindset’ to set brand vision & strategy for 1 Test & Learn Brand fuelled by insights, ensuring ESSA relevance
Build marketing plans including customer, digital elements aligned with early stage brand - requirement to be a digitally-native marketer
Build & maintain relationship with brand owner (Categories, GFG, etc.) to ensure strong understanding brand JTBD, equity, & big idea
Partner with agencies to deliver / adapt marketing toolkits incl. Core look / KV, digital content, shopper assets, etc.
Develop / adapt & launch new products within agreed-upon strategic white spaces by leading a x-functional team including R&D, supply chain, design, and other partners
Where relevant, partner with BU sales to act as Future Brands lead for 1 customer partnership relationship within eComm channel lead key meetings eg, Discovery & Brand Days representing the total Future Brands portfolio, ensuring prioritisation of the Future Brands agenda and unlocking breakthrough execution & support, aligning & tracking against shared success metrics
Own total picture of brand performance across markets set clear KPI’s & measure, understand root causes, instigate agile pivots to the strategy when required
Relevant brand marketing / digital experience CPG industry beneficial
Qualifications / Requirements
Experience working within a startup, running an incubator / accelerator programme within a big corporate is ideal but not a must
Experience building marketing strategies experienced in using a broad range of marketing mix elements, including shopper marketing, digital marketing eg, media buying / planning & content creation to deliver against brand strategies & drive meaningful growth in brand penetration (ideally from small to medium scale)
Understand how to evaluate marketing effectiveness can measure performance & optimise plans / spend accordingly in an agile way, can extract insight / learning from marketing plans
Collaborative Experience building relationships and influencing in a matrix demonstrated ability to inspire, engage and influence multiple stakeholders to build strong working relationships and take others with you.
Commercial demonstrate that they value commercial results & experience working directly with sales teams and customers to drive shared success
Project management experience managing multiple projects in a fast moving and ever changing environment with maturity and foresight to cope with input and changes, knowing how to prioritise the work effectively
NPD Experience leading x-functional teams to deliver innovation such as new formats, flavours, packs
Analytical comfort using various data sources to create robust analysis and generate meaningful insights to drive actions and highlight opportunities
Consumer insights comfort with how & when to use standard insights methodologies (partnering with Insights), ability to define new & different approaches to gather insights when no traditional models suit
Stakeholder management knowing when & how to engage with key stakeholders across the business at the right time on the right topics to ensure smooth delivery of objectives with no surprises
Agency management experience
Relocation Eligible : Not Applicable
Job Type : Regular
We are an equal opportunity employer and comply with the Equality Act 2010, we value diversity at our company; it is an essential part of our success.
colour, nationality, ethnic or national origin.